Belkin WeMo home automation devices

WeMo SwitchHas anyone had experience with these. I think we’ve all seen the Nest devices around, but this is the first time I’ve seen Belkin, usually associated with consumer networking gear, getting into the home automation market. I’m sure there are security protocols involved, but it seems to scream “hack me”. Thoughts? Below is a video from their site explaining “the WeMo story”.